Challenge: Introduce the new, modernized King Arthur Baking Company in a way that reinforces our heritage and expertise, while captivating the next generation of bakers. Increase our overall awareness and consideration with new, millennial consumers and convince them to switch to King Arthur.

Solution: TV spot that captures the ability of baking to make the world more civil and compassionate. It celebrates amateur bakers across America, coming together in spirit, unified by their love of the craft of baking. OOH and social assets support the spot with punchy headlines that speak to baking being a respite from stresses of the pandemic.

Agency: DCX Growth Accelerator
Director: Tomi Dieguez
Producer: Brian Bell
Photographer: Sara Remington